In this episode of The Yachting Brief, Kate Teare interviews Miles Guy Cantley, founder of Viveur, a studio specialising in architectural fragrancing. They discuss the importance of scent in branding, particularly in the yachting industry, and how it can enhance customer experiences. Miles shares insights on the challenges of introducing sensory marketing in a conservative industry, the emotional connections that fragrances can create, and the potential for future collaborations with luxury brands. The conversation emphasises the need for a strategic approach to fragrance in marketing and the opportunities it presents for creating unique and memorable experiences.
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If you’re a yacht industry expert looking to elevate your brand and grow your business, I’d love to connect. I offer tailored guidance to help you navigate brand strategy and unlock new growth opportunities.
Feel free to reach out at 👋🏻
LinkedIn: Kate Teare
Instagram: https://www.instagram.com/studio_voyage_/
Website: www.studiovoyage.co.uk
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00:00 Introduction to Sensory Marketing
02:22 The Power of Scent in Branding
05:26 Challenges in the Yachting Industry
08:28 Creating Unique Experiences through Fragrance
11:02 Case Studies in Sensory Marketing
13:18 The Process of Developing Fragrances
16:02 The Future of Experience Platforms
25:50 Emotional Branding Through Fragrance
28:32 The Customisation Process of Fragrance Design
28:39 Creating Memorable Experiences with Scent
30:58 Strategic Fragrance Application in High-Stress Environments
31:57 The Importance of Time and Planning in Yachting
34:24 Theme-Based Fragrance Collections
35:51 Elevating Guest Experiences in Yachting
39:12 The Role of Scent in Luxury Branding
43:03 Future Directions for Fragrance in Hospitality
Keywords
sensory marketing, fragrance branding, yachting industry, customer experience, emotional connection, luxury branding, ambient scent, marketing strategy, yacht design, experiential marketing
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